One study of young male beer drinkers found a segment that was characterized as "losers." These were men who worked hard but had little chance of promotion,and although they enjoyed life,thought that they were never going to get ahead.Beer ads made to this segment had a very high fantasy appeal.What relationship between the concepts of self in this segment was being assumed by the marketers?

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The marketers assumed that there was a large gap between the real and ideal selves of the "losers" segment, as they believed that these men enjoyed life but were pessimistic about their chances of getting ahead. The high fantasy appeal of beer ads suggests that marketers were trying to address this gap and create an idealized fantasy that these men could aspire to. While low self-esteem may also be a factor, it is not directly related to the assumption made about the relationship between the self-concept of this segment and the beer ads. There is no mention of a strong looking-glass self or a culturally defined inner self.

One Study of Young Male Beer Drinkers Found a Segment